Following acquisition by adidas Group, Reebok resurfaced with a new goal rooted in its old strong suit: to be the leading fitness brand in the world. First up: CrossFit.
To do that, it’s hitched itself to a millennial target and four fitness brands defining modern exercise, chief among them CrossFit. Reebok is enjoying the exclusive licensing rights to CrossFit’s trademark and title sponsorship of its summer games, but can the fitness program make Reebok relevant again?
“The real test is still in front of us—making the Reebok brand more relevant to consumers.”
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Michelle Markelz is managing editor for the AMA's publications.